Correlating web page visits and conversions with external references

ABSTRACT

One embodiment includes a method for correlating external references to a Web Page with conversions performed by one or more visitors to the Web Page. The method includes receiving the Web Page to monitor and determining one or more conversions to correlate. The one or more conversions to correlate include one or more actions performed on the Web Page by a visitor to the Web Page. The method also includes identifying the visitor to the Web Page. The visitor to the Web Page completed at least one action included in the conversions to correlate. The method also includes identifying the at least one action completed by the visitor and identifying an external reference that directed the visitor to the Web Page. The external reference contains a reference to the Web Page.

BACKGROUND

The Internet has changed the way people gather information, establishrelationships with one another and even how people communicate with oneanother. Additionally, the Internet has changed the way companies seekpotential customers and even what the meaning of a business is. It haschanged the way companies advertise, sell, coordinate with one anotherand compete with one another. With this change has come a huge explosionin the number of Web Pages for people to visit. Search engines, such asGoogle, Bing, Yahoo and others have come into being to help people findtheir way to Web Pages that they desire. As a result, the number andtypes of channels that a marketer can leverage has also exploded—beyondorganic and paid search, they can also leverage blogs, social media,video sharing, mobile content and ads, display ads, and many otherchannels.

However, many Web Pages do not have a good way of tracking how visitorshave come to find their Web Pages and the details concerning thereference that drove the visitor to come to the web page. Indeed, manyWeb Pages cannot accurately determine how many people have visited theWeb Page and are instead forced to estimate the number of visitors.Conventionally, this is done with a tracking pixel or some other similarmechanism. The tracking pixel constitutes the code to create a singlepixel on the Web Page. However, the tracking pixel also contains thecode to perform a certain action or request a certain item from atracking server. The tracking server keeps track of how many actions orrequests it receives, which is used to estimate the number of visitorswho have visited the Web Page.

Nevertheless, this can lead to inaccuracies in many instances andprovides little to no information about the marketers and the web page'sperformance from the external channel. In particular, it relies on theuser's web browser to correctly execute the tracking pixel and on thetracking server to correctly track the number of actions or requests.However, the tracking pixel only sees very limited data from thereferral headers about how the visitor came to the website. Withoutdirectly crawling and analyzing the page where the visitor came from,there is inaccurate and very inaccurate view into how the visitor got toa web page, what was our performance in those external channels, and howa marketer should optimize their online marketing campaigns.

However, the number of visitors to a Web Page, and their actions oncethere, may have a significant impact on the success of the Web Page. Forexample, many Web Pages rely on tracking the number of visitors to bringin advertising revenue to sustain the Web Page or supplement the revenuethat the Web Page brings in. Therefore, accurately determining thenumber and behavior of visitors, how the visitors got to the web page,and correlating this with the marketing campaigns and efforts will helpthe marketer to focus on and optimize campaigns to bring additionalrevenue.

Additionally, tracking the behavior of the actions of each visitor wouldallow the Web Page to be marketed more efficiently. In particular, manyWeb Pages track their organic search performance in search engines basedon number of visits for certain keywords. However, they cannot determinehow many visitors came as a result of a particular search engine resultand rank position to the Web Page, instead they must estimate this basedon the data (referral header) passed to the web page which only helpsthem determine the number of visitors that came from a specific keyword.Without understanding key attributes of their performance on the searchengine, they cannot accurately determine the effectiveness of theirmarketing efforts. Moreover, they cannot determine how their organicsearch marketing efforts would impact what those visitors do on the WebPage when they have found the Web Page. For example, if a Web Page isselling merchandise, there is currently no way to determine whocompleted a particular purchase on the Web Page and compare that withhow that visitor came to the Web Page.

Therefore, owners and designers of Web Pages must estimate how visitorshave come to the Web Page and what they do once they are on the WebPage. This does not allow them to determine which actions would presenta better chance for success of the Web Page. For example, a Web Pageowner might be confronted with limited marketing budgets that allow themto either improve their ranking in search engine results or that willplace advertisements for their Web Page on other Web Pages but not both.Currently, the Web Page owner must choose which strategy to follow withlimited information on which would be more effective.

The subject matter claimed herein is not limited to embodiments thatsolve any disadvantages or that operate only in environments such asthose described above. Rather, this background is only provided toillustrate one exemplary technology area where some embodimentsdescribed herein may be practiced

BRIEF SUMMARY OF SOME EXAMPLE EMBODIMENTS

This Summary is provided to introduce a selection of concepts in asimplified form that are further described below in the DetailedDescription. This Summary is not intended to identify key features oressential characteristics of the claimed subject matter, nor is itintended to be used as an aid in determining the scope of the claimedsubject matter.

One example embodiment includes a method for correlating externalreferences to a Web Page with conversions performed by one or morevisitors to the Web Page. The method includes receiving the Web Page tomonitor and determining one or more conversions to correlate. The one ormore conversions to correlate include one or more actions performed onthe Web Page by a visitor to the Web Page. The method also includesidentifying the visitor to the Web Page. The visitor to the Web Pagecompleted at least one action included in the conversions to correlate.The method also includes identifying the at least one action completedby the visitor and identifying an external reference that directed thevisitor to the Web Page. The external reference contains a reference tothe Web Page.

Another example embodiment includes a method for correlating externalreferences to a Web Page with the number and value of conversions on theWeb Page. The method includes receiving a Web Page to monitor andidentifying a conversion on the Web Page. The conversion includes one ormore actions performed on the Web Page by a visitor to the Web Page. Themethod also includes identifying the visitor to the Web Page, where thevisitor to the Web Page completed the conversion on the Web Page. Themethod further includes identifying an external reference that directedthe visitor to the Web Page, where the external reference contains areference to the Web Page.

Yet another example embodiment includes a system for correlatingexternal references to a Web Page with the number of conversions on theWeb Page. The system includes an information database. The informationdatabase includes data that identifies: one or more conversions on theWeb Page, one or more visitors to the Web Page and one or more externalreferences. The one or more external references include a reference tothe Web Page used by the one or more visitors to the Web Page. Thesystem also includes a job coordinator. The job coordinator isconfigured to divide the one or more conversions into one or more groupsfor correlating. The system further includes a cloud warehouse. Thecloud warehouse includes one or more nodes that contain one morecomputing resources required to correlate the one or more conversionswith the one or more visitors and the one or more external references.The job coordinator is also configured to assign each of the one or moregroups to one of the one or more nodes in the cloud warehouse forcorrelation.

These and other objects and features of the present invention willbecome more fully apparent from the following description and appendedclaims, or may be learned by the practice of the invention as set forthhereinafter.

BRIEF DESCRIPTION OF THE DRAWINGS

To further clarify various aspects of some example embodiments of thepresent invention, a more particular description of the invention willbe rendered by reference to specific embodiments thereof which areillustrated in the appended drawings. It is appreciated that thesedrawings depict only illustrated embodiments of the invention and aretherefore not to be considered limiting of its scope. The invention willbe described and explained with additional specificity and detailthrough the use of the accompanying drawings in which:

FIG. 1 illustrates a block diagram of a system for correlating externalreferences to a Web Page with the number of conversions on the Web Page;

FIG. 2 is a flow diagram illustrating a method of correlatingconversions by a visitor on a Web Page with an external reference;

FIG. 3 illustrates a method for determining the conversion rate of anexternal reference to a Web Page;

FIG. 4 illustrates a system for correlating conversions on a Web Pagewith an external reference using a cloud warehouse;

FIG. 5A illustrates an example of a chart for presenting correlationresults to a webmaster;

FIG. 5B illustrates an alternative example of a chart for presentingcorrelation results to a webmaster;

FIG. 6A illustrates an example of a display for presenting correlationresults to a webmaster;

FIG. 6B illustrates an alternative example of a display for presentingcorrelation results to a webmaster.

DETAILED DESCRIPTION OF SOME EXAMPLE EMBODIMENTS

Reference will now be made to the figures wherein like structures willbe provided with like reference designations. It is understood that thefigures are diagrammatic and schematic representations of someembodiments of the invention, and are not limiting of the presentinvention, nor are they necessarily drawn to scale.

FIG. 1 illustrates a block diagram of a system 100 for correlatingexternal references to a Web Page with the number of conversions on theWeb Page in accordance with some embodiments. It should be noted that“Web Page” as used herein refers to any online posting, includingdomains, subdomains, Web posts, Uniform Resource Identifiers (“URIs”),Uniform Resource Locators (“URLs”), images, videos, or other piece ofcontent and non-permanent postings such as e-mail and chat unlessotherwise specified.

In at least one implementation, correlating external references to a WebPage with the number of conversions on the Web Page can allow thewebmaster to determine the number of conversions provided by eachexternal reference. This can, in turn, allow a webmaster to focus onincreasing the number or quality of references that will best lead to anincreased number of conversions on the Web Page. For example,correlating keyword searches, and the ranking of the Web Page within thesearch results, in search engines that include a reference to the WebPage can allow a webmaster to focus on improving the ranking of the WebPage in searches for identified keywords that are more likely to lead toa greater number of conversions.

In at least one implementation, conversions include a visitor to a WebPage completing a desired action on the Web Page. In particular, thenature of the desired action can include any desired use of the WebPage. Web Pages may be created and maintained for different purposes.For example, Web Pages can be content driven. That is, the Web Page canbe designed to provide access to certain content. For example, the WebPage can be designed to provide news, information, research help or anyother content for the use of the visitor. Additionally or alternatively,the Web Page can be designed for e-commerce. That is, the Web Page canbe designed to allow a visitor to purchase certain products, such asproducts produced and/or sold by a manufacturer or other entity.Alternately or additionally, a Web Page can be designed to generateleads for a business. For example, the Web Page can include informationregarding a manufacturer of a certain part and contact information, sothat potential customers of the product can contact the manufacturer.One of skill in the art will appreciate that a Web Page can be designedto include one or more of these uses or any other use as desired by thewebmaster.

In at least one implementation, external references to a web page caninclude any reference to the Web Page which directs a visitor to the webpage. For example, an external reference can include text documents,such as blogs, news items, customer reviews, e-mails or any other textdocument which discusses the Web Page. Additionally or alternatively, anexternal reference can include a Web Page which includes a link to theWeb Page. For example, an external reference can include other WebPages, search engine results pages, advertisements or the like.

In at least one implementation, in a content driven Web Page a completedconversion can include a visitor loading the Web Page. In particular,the webmaster can be concerned with the number of visitors. For example,the number of visitors can determine the amount of advertising revenueproduced by the Web Page, as described below. Accordingly, correlatingthe external reference to the number of conversions in a content drivenWeb Page can include determining the amount of traffic to the Web Pagethat is driven to the Web Page by the external reference.

Additionally or alternatively, if a Web Page is designed for e-commerce,conversions can include the amount of commerce created by an externalreference. For example, a conversion can include the visitor purchasingan item from the Web Page. Additionally or alternatively, a conversioncan include the amount spent by a customer on the Web Page. Accordingly,correlating the external reference to the number of conversions in ane-commerce site can include determining the number of visitors that aredirected to the Web Page by an external reference and/or that purchaseitems from the Web Page. Additionally or alternatively, correlating theexternal reference to the number of conversions in an e-commerce sitecan include determining the average amount of money spent by visitorsthat are directed to the Web Page by an external reference.

In at least one implementation, if a Web Page is designed to generateleads to a business, conversions can include the number of visitorswhich contact the webmaster or other entity associated with the WebPage. For example, the Web Page can include a form that allows a user torequest additional information regarding a particular product.Accordingly, correlating an external reference to the number ofconversions in a lead generating Web Page can include determining thenumber of visitors and/or lead signups that have been directed by theexternal reference which complete the form for additional information.

FIG. 1 shows that the system 100 can include a network 105. In at leastone implementation, the network 105 can be used to connect the variousparts of the system 100 to one another. The network 105 exemplarilyincludes the Internet, including a global internetwork formed by logicaland physical connections between multiple wide area networks and/orlocal area networks and can optionally include the World Wide Web(“Web”), including a system of interlinked hypertext documents accessedvia the Internet. Alternately or additionally, the network 105 includesone or more cellular RF networks and/or one or more wired and/orwireless networks such as, but not limited to, 802.xx networks,Bluetooth access points, wireless access points, IP-based networks, orthe like. The network 105 can also include servers that enable one typeof network to interface with another type of network.

FIG. 1 also shows that the system 100 can include a web server 110. Inat least one implementation, a web server 110 (or “webserver”) caninclude any system capable of storing and transmitting a Web Page to auser. For example, the web server 110 can include a computer programthat is responsible for accepting requests from clients (user agentssuch as web browsers), and serving them HTTP responses along withoptional data contents, which can include HTML documents and linkedobjects for display to the user. Additionally or alternatively, the webserver 110 can include a computing environment that can implement acomputer program as described above.

In at least one implementation, the web server 110 can be capable ofsending an error response if the request fails which may include somecustom HTML or text messages to better explain the problem to end users.Additionally or alternatively, the web server 110 can include thecapability of logging some detailed information, about client requestsand server responses, to log files. In at least one implementation, thislog information can be analyzed by a webmaster, as described below.

FIG. 1 further shows that the system includes a visitor interface 115.In at least one implementation, the visitor interface 115 includes a webbrowser that is implemented on a client device, such as a laptopcomputer, desktop computer, smartphone, Personal Digital Assistant, orthe like. In particular, a web browser is a software application forretrieving, presenting, and traversing Web Pages on a network. Forexample, Web Pages can contain hyperlinks (or “links”) which can allowvisitors to navigate their browsers to related resources.

In at least one implementation, a visitor interface 115 can be used topresent a Web Page to a visitor. For example, a visitor can input thename of the Web Page into the visitor interface 115 which then loads theWeb Page. In particular, the name of the Web Page can include a prefix.In at least one implementation, the prefix of the Web Page can determinehow the Web Page will be interpreted by the visitor interface 115. Forexample, the prefix can include “http:” which identifies a Web Page tobe retrieved over the Hypertext Transfer Protocol (HTTP).

Additionally or alternatively, the prefix can include “https:” forHTTPS, “ftp:”for the File Transfer Protocol, “file:” for local files and“html:” for Hyper Text Markup Language. Additionally or alternatively,prefixes that the web browser cannot directly handle can be handed offto another application entirely. For example, “mailto:” Web Pages can bepassed to the visitor's default e-mail application, and “news:” WebPages can be passed to the visitor's default newsgroup reader.

In at least one implementation, in the case of http, https, file, andothers, once the resource has been retrieved the visitor interface 115can display it. Additionally or alternatively, html can be passed to thevisitor interface's 115 layout engine to be transformed from markup toan interactive document. In particular, html can include or can loadscripts (in languages such as JavaScript) which affect the behavior ofhtml processors like Web browsers. Additionally or alternatively,visitor interfaces 115 can generally display any kind of content thatcan be part of a Web Page. Most visitor interfaces 115 can displayimages, audio, video, and XML files, and often have plug-ins to supportFlash applications and Java applets. Upon encountering a file of anunsupported type or a file that is set up to be downloaded rather thandisplayed, the visitor interface 115 can prompt the user to save thefile to disk.

FIG. 1 also shows that the system 100 includes a correlator 120. In atlest one implementation, the correlator 120 can determine the number ofconversions on a website that are due to a particular externalreference. For example, the correlator 120 can determine what percentageof visitors that come to the Web Page from a particular externalreference complete a conversion on the Web Page. Additionally oralternatively, the correlator 120 can determine what percentage of totalconversions on the Web Page originate from a particular externalreference.

FIG. 2 is a flow diagram illustrating a method 200 of correlatingconversions by a visitor on a Web Page with an external reference inaccordance with some embodiments. Correlating conversions by a visitoron a Web Page with an external reference can allow a webmaster todetermine which external references are best at producing conversions.For example, a webmaster can determine which search results are mostlikely to result in desired conversions and can, therefore, focusmarketing efforts on improving those search results, as discussed below.

The method 200 can be implemented using software, hardware or anycombination thereof. If the method 200 is implemented using software,the steps of the method 200 can be stored in a computer-readable medium,to be accessed as needed to perform their functions. Additionally, ifthe method 200 is implemented using software, the steps can be carriedout by a processor, field-programmable gate array (FPGA) or any otherlogic device capable of carrying out software instructions or otherlogic functions.

In at least one implementation, the method 200 can be implemented usinga cloud warehouse. In particular, a cloud warehouse includes purchasingprocessing power over a network. In particular, the user need not ownthe physical infrastructure serving as host to the software platform.Instead, the user rents usage from a third-party provider. A user neednot rent from a particular provider. Instead, the user can rent on an“as available basis”. That is, the user can automatically contactthird-party providers and obtain resources as needed. Accordingly, anumber of calculations can be done simultaneously, as the calculationscan be done in parallel. Additionally, the calculations can be cheapersince the user need not purchase the physical infrastructure.

In particular, if the method 200 is implemented in a cloud warehouse,conversions may first be divided into groups. For example, the method200 can be performed at certain time intervals, with all conversionswithin the time interval correlated at one time. E.g., the method 200can be carried out once a day with all of the conversions completedduring the day analyzed with one another. In at least oneimplementation, each group can be assigned to a different node withinthe cloud warehouse. Accordingly, each group can be analyzed inparallel.

Additionally or alternatively, the method 200 can be implemented using aserver or other single computing environment. If a server or othersingle computing environment is utilized, the conversions need not bedivided into groups, since all conversions will be analyzed by the sameserver or single computing environment. Accordingly, less overallprocessing can be necessary. However, the server or single computingenvironment can experience downtime or otherwise delay the results.

Additionally or alternatively, some combination of cloud warehouse andserver can be utilized to implement the method 200. For example, aserver can be used to group conversions and send them to the cloudwarehouse for processing. Additionally or alternatively, a cloudwarehouse can be used to supplement the server as needed. For example,the cloud warehouse can be used if the amount of processing progressesbeyond the abilities of the server.

FIG. 2 shows that the method 200 includes receiving 205 a Web Page tomonitor. In at least one implementation, receiving 205 the Web Page tomonitor includes receiving a domain name or a URL. For example, thewebmaster can provide a URL and request that conversions are monitoredon the Web Page for a certain period of time. Additionally oralternatively, receiving 205 the Web Page to monitor can includeproviding the code of the Web Page for the addition of one or moresoftware products capable of tracking conversions, as described below.

FIG. 2 also shows that the method 200 includes determining 210 the typeof conversions to be correlated. In at least one implementation, theconversions to be correlated can include purchases, following a link,following an advertisement, selecting content, such as images, videosand text, participating in a discussion or chat board, participating ina game, posting content, such as a blog, feeds or status updates,bookmarking a page, adding a content feed, such as rss or any otherconversion on the Web Page that the webmaster desires to correlate.

FIG. 2 further shows that the method 200 includes identifying 215 avisitor to the Web Page. In at least one implementation, identifying 215a visitor to the Web Page includes determining the Internet Protocol(IP) address of the visitor. In particular, an IP address is a numericallabel that is assigned to devices participating in a computer networkutilizing the Internet Protocol for communication between its nodes.Additionally or alternatively, identifying 215 a visitor can includeproviding a cookie to the visitor's web browser. In particular, a cookie(also tracking cookie, browser cookie, and HTTP cookie) can be a smallpiece of text stored on a user's computer by a web browser. For example,a cookie can consist of one or more name-value pairs containing bits ofinformation such as user preferences, shopping cart contents, theidentifier for a server-based session or other data used by websites.

Additionally or alternatively, identifying 215 a visitor to the Web Pagecan include providing a script or other software module in the Web Pagecode which identifies the visitor. For example, identifying 215 avisitor can include adding a JavaScript to the code of the Web Pagewhich, when executed, can send desired information back to the webserver. In at least one implementation, the code is executed by thevisitor's browser and can track the actions of the visitor while on theWeb Page. For example, the code can record the nature and time ofactions of a purchase by the visitor so that the visitor, and thereforethe external reference used by the visitor, can later be correlated withthe purchase.

FIG. 2 also shows that the method 200 includes identifying 220 theconversions completed by the visitor. In at least one implementation,conversions on a Web Page can number in the millions. For example,popular social networking or content driven Web Pages can be visited bymillions of people each day. Accordingly, a conversion on the Web Pageneeds to be matched with the visitor which performed the action. Asdiscussed above, the conversions can be matched to which visitorperformed them using code added to the Web Page and executed by thevisitor's web browser. Additionally or alternatively, the Web Page mayidentify the IP address of user's who perform the action, which canlater be matched to a list of all visitors and all actions of thevisitor can be grouped with one another for analysis, as discussedbelow.

FIG. 2 also shows that the method 200 includes determining 225 theexternal reference to the Web Page used by the visitor. In at least oneimplementation, the external reference to the Web Page can include anyreference which links to the Web Page. In particular, a link is areference in a document to an external or internal piece of information.In at least one implementation, some text or other item in externalreference is highlighted so that when clicked, the visitor's web browserautomatically displays another page or changes the current page to showthe referenced content.

Additionally or alternatively, determining 225 the external referencecan include parsing the log files provided by the web server. In atleast one implementation, web servers can provide log files to a webserver when requesting a Web Page stored on the web server. These logfiles can include information about the external reference, includingthe URL of the external reference. Additionally or alternatively, thelog files can include information regarding searches if the externalreference is a search engine.

Additionally or alternatively, determining 225 the external referencecan include parsing the search header of the Web Page request. In atleast one implementation, the search header of the Web Page request caninclude information about the external reference which directed thevisitor to the Web Page. For example, the search header can include thesearch engine used and the keyword searched.

In at least one implementation, determining 225 the external referencecan include analyzing the full funnel of the visitor's activity prior tothe visitor's conversion. In particular, the full funnel of thevisitor's activity can include activity that results in the visitorcoming to the Web Page that is not directly prior to the conversion. Forexample, the full funnel of the visitor's activity can include previouskeyword searches. E.g., if the visitor comes to the Web Page and doesnot complete a conversion, but later returns and completes a conversion,the full funnel of the visitor's activity can include the visitor'svisit to the external reference prior to the conversion. Additionally oralternatively, the full funnel of the visitor's activity can include thefull path followed by the visitor to the Web Page. For example, the fullfunnel of the visitor's activity could include a keyword search, whichleads to a blog about a product, which leads to a side-by-side review ofrelated products which leads to the Web Page.

Additionally or alternatively, determining 225 the external referencecan include determining the analytics of the external reference. In atleast one implementation, the analytics of the external reference caninclude one or more channels. In particular, channels can includeorganic searches, organic links, paid links, page searches, linkedadvertisement networks, banner advertisements, contextualadvertisements, e-mail, blogs, social networks, social news, affiliatemarketing, mobile advertisements, media advertisements, videoadvertisements, videos, images, discussion forums, paid advertisements,display advertisements, news sites, rich media, social bookmarks, paidsearches, wiki, mobile content, and in-game advertisements.Nevertheless, the channels are not limited to those mentioned but caninclude any relevant areas of the network, whether now existing orcreated in the future.

Additionally or alternatively, the analytics of the external referencecan include one or more signals. In at least one implementation, the oneor more signals include information about the external references to theWeb Page. For example, advertisements placed at the top of a Web Pageare much more visible, and therefore, are generally more expensive andare considered more effective than advertisements placed at the bottomof a Web Page. Therefore, if the external reference includes onlineadvertisements, advertisement placement is an analytic of the Web Pagethat can be evaluated. Alternately or additionally, the one or moresignals can include a keyword used in a search which identified the WebPage and the ranking of the Web Page within the search, and thecompetitive listings (other pages that rank within the search).Additionally or alternatively, the one or more signals can include oneor more of: calendar date of the external reference, time of day theexternal reference was accessed or the like.

In at least one implementation, the one or more signals can includeinformation about a link provided in the external reference to the WebPage. For example, the one or more signals can include the anchor textof the link. Anchor text (also link label or link title) is the visible,clickable text in a hyperlink. Additionally or alternatively, the one ormore signals can include link tags. Link tags are information about thelink. For example, the link tag can include a “nofollow” tag. Nofollowis an HTML attribute value used to instruct some search engines that ahyperlink should not influence the link target's ranking in a searchengine's index.

Additionally or alternatively, signals within an e-mail message to beevaluated can include frequency of the e-mail message received, outboundlinks on the e-mail message, calendar date of the e-mail messagereceived, time of day of the e-mail message received, or the like. Inblogs, signals can include the number of mentions, and the sentiment ofthe mentions. For social media channels signals can include the numberof user generated content with references and the number of votes forthose references. For social networks, signals can include the number ofmentions or number of applications that mention the page. Nevertheless,the signals to be evaluated are not limited to those mentioned but caninclude any relevant information about the references to the Web Page,whether now existing or created in the future.

In at least one implementation, detailed information about an externalreference can be obtained by crawling the external reference. Forexample, crawling the external reference can include deep crawls anddynamic crawls. In particular, deep crawls include crawling the Internetfor online references to the entity. Crawling the Internet can includesearching one or more channels of the Internet for references to the WebPage and evaluating one or more signals in the reference.

In contrast, dynamic crawls can include evaluating references that havenot been previously encountered in deep crawls. For example, dynamiccrawls can include evaluating a reference to determine which channelsthe reference appears in and what signals the reference contains. In atleast one implementation, a dynamic crawl can determine how the Web Pagewas referenced in a channel. For example, a dynamic crawl of a searchresults page can determine where the Web Page ranked in a keywordsearch, what competitors showed up in the keyword search, where thecompetitors ranked in the keyword search, how many visitors came to theWeb Page from the searches results or any other analytics which canallow the webmaster to determine the effectiveness of marketing the WebPage within the external reference. Additionally or alternatively, adynamic crawl of a blog, would include crawling the external reference,identifying that the external reference is a blog, determining thesubject matter of the blog, determining the sentiment of the blog or anyother analytics that can allow the webmaster to determine theeffectiveness of the blog in producing conversions on the Web Page.

In at least one implementation, dynamic crawls can be used on externalreferences that are more likely to change quickly. For example, socialnetworking sites, such as Twitter or Facebook, can include a sharpincrease in the number of mentions of a Web Page as users of the socialnetwork pass the information to one another. Accordingly, constantcrawling of the external reference can indicate changes in conversionnumbers that result from the changing mentions in the externalreference.

Additional information regarding channels, signals, and the collectingand scoring of online references is provided in U.S. patent applicationSer. No. 12/436,704, entitled “COLLECTING AND SCORING ONLINEREFERENCES,” filed May 6, 2009. The foregoing patent application isincorporated herein by reference in its entirety.

FIG. 2 further shows that the method 200 includes matching 230 eachconversion with the referring external reference. In particular,matching 230 each conversion with the referring external reference caninclude matching a particular visitor with a particular conversion andfurther matching the visitor with an external reference. For example, ifa particular conversion is matched with a particular visitor, the logfiles can be searched for the identified visitor. The log files thathave been identified can then be parsed to determine the externalreference used by the visitor to find the Web Page.

One skilled in the art will appreciate that, for this and otherprocesses and methods disclosed herein, the functions performed in theprocesses and methods may be implemented in differing order.Furthermore, the outlined steps and operations are only provided asexamples, and some of the steps and operations may be optional, combinedinto fewer steps and operations, or expanded into additional steps andoperations without detracting from the essence of the disclosedembodiments.

FIG. 3 illustrates a method 300 for determining the conversion rate ofan external reference to a Web Page in accordance with some embodiments.The method 300 can be implemented using software, hardware or anycombination thereof. If the method 300 is implemented using software,the steps of the method 300 can be stored in a computer-readable medium,to be accessed as needed to perform their functions. Additionally, ifthe method 300 is implemented using software, the steps can be carriedout by a processor, field-programmable gate array (FPGA), cloudwarehouse or any other logic device capable of carrying out softwareinstructions or other logic functions.

FIG. 3 shows that the method 300 includes receiving 305 a Web Page tomonitor. In at least one implementation, receiving 305 the Web Page tomonitor includes receiving a domain name or a URL. For example, thewebmaster can provide a URL and request that conversions are monitoredon the Web Page for a certain period of time. Additionally oralternatively, receiving 305 the Web Page to monitor can includeproviding the code of the Web Page for the addition of one or moresoftware products capable of tracking conversions, as described below.

In at least one implementation, receiving 305 a Web Page to monitor caninclude receiving one or more entry pages to the Web Page. For example,the Web Page to monitor can include a collection of pages. Inparticular, the Web Page can include a main or home page which serves asan entry page and includes links to other pages grouped within thecollection of pages. That is, the entry page allows a visitor to selectother pages within the Web Page. In at least one implementation, theentry page can include the page to which some or all of the externalreferences point.

FIG. 3 further shows that the method 300 includes identifying 310 avisitor to the Web Page. In at least one implementation, identifying 310a visitor to the Web Page includes determining the Internet Protocol(IP) address of the visitor. Additionally or alternatively, identifying310 a visitor can include providing a cookie to the visitor's webbrowser.

Additionally or alternatively, identifying 310 a visitor to the Web Pagecan include providing a script or other software module in the Web Pagecode which identifies the visitor. For example, identifying 310 avisitor can include adding a JavaScript to the code of the Web Pagewhich, when executed, can send desired information back to the webserver. In at least one implementation, the code is executed by thevisitor's browser and can track the actions of the visitor while on theWeb Page. For example, the code can record the nature and time ofactions of a purchase by the visitor so that the visitor, and thereforethe external reference used by the visitor, can later be correlated withthe purchase.

FIG. 3 further shows that the method 300 includes determining 315 theexternal reference used by the visitor. In at least one implementation,identifying an external reference includes identifying a previous WebPage visited by the user which contains a reference to the Web Page. Inparticular, an external reference can include any Web Page which directsa visitor to the monitored Web Page. For example, an external referencecan include a search engine which directs the visitor to the Web Pagebased on the results of a keyword search. Additionally or alternatively,an external reference can include an advertisement placed on a Web Pagewhich directs a visitor to the Web Page. For example, the advertisementscan include advertisements placed through an ad placement service or caninclude advertisements that are contracted for specifically on a certainWeb Page. Additionally or alternatively, an external reference caninclude direct references to the Web Page. For example, directreferences can include references from a business partner or associateor from a reviewer or other content provider.

In at least one implementation, the external reference can include agroup of external references. For example, a webmaster can be interestedin the number of conversions based on a search that includes differentcity names. For example, if a business is located in numerous cities,the webmaster can be interested in the number of conversions that comefrom a keyword search that includes any of the city names, regardless ofwhich city is actually searched. Accordingly, the external referencescan be grouped with one another, regardless of which city is actuallysearched.

In at least one implementation, the external reference can be determined315 using log files included in a server request. For example, the logfiles can be parsed to determine Web Pages previously accessed by thevisitor to the Web Page. Additionally or alternatively, the externalreference can be determined 315 from a search referral header. Forexample, if the previous Web Page was a search engine, the request tothe web server for the Web Page might include a search header whichcontains information regarding the external reference.

FIG. 3 further shows that the method 300 includes determining 320whether the visitor completes a conversion on the Web Page. In at leastone implementation, the cookie and/or JavaScript included with the WebPage code can track whether the user completes a conversion and transmitthe information to the web server or to destination designated toreceive the information. Additionally or alternatively, whenever aconversion is complete, the Web Page code can request the appropriateinformation regarding the visitor. This information can, in turn bematched to an identified visitor, as described above.

FIG. 3 further shows that the method 300 includes determining 325 theconversion rate of the external reference. As described above, theconversion rate can include the number of conversions on a website thatare due to a particular external reference. For example, the conversionrate can include the percentage of visitors that come to the Web Pagefrom a particular external reference complete a conversion on the WebPage. Additionally or alternatively, the conversion rate can include thepercentage of total conversions on the Web Page that originate from aparticular external reference.

In at least one implementation, determining 325 the conversion rate ofthe external reference can include determining the conversion rate of asingle entry page. For example, the conversion rate can include thenumber of conversions on a single page within a Web Page. Additionallyor alternatively, determining 325 the conversion rate of the externalreference can include determining the conversion rate of all pageswithin the Web Page. For example, the webmaster can only be interestedin the number of people that complete conversions of any type, whetherincluded in an original search or whether arrived at by browsing the WebPage.

Additionally or alternatively, determining 325 the conversion rate ofthe external reference can include determining the conversion rate of agroup of external references. In particular, the webmaster can group oneor more external references based on criteria selected by the webmaster.For example, the webmaster can include all external references thatcontain a single keyword, regardless of other keywords present in theexternal references. Accordingly, the webmaster can be flexible indetermining the grouping of external references and in the correspondingconversion rate of the group of external references.

In at least one implementation, the method can further include providingrecommendations to the webmaster. In particular, a recommendation can bemade to the webmaster that allows the webmaster to better utilizeavailable marketing techniques. For example, a recommendation can bemade to the webmaster regarding search engine optimization. If the WebPage ranks low in a keyword search where there are a high number ofsearches or a high rate of conversion, a recommendation can be made tofocus marketing efforts on improving the ranking of the Web Page withinthat keyword search. A further recommendation can be made for thewebmaster to more actively monitor references that are not currentlybeing monitored. Additionally or alternatively, a recommendation can bemade regarding which channels or signals need to be focused on forimproved marketing. For example, a recommendation can be made about thenumber of backlinks to the Web Page and how the webmaster can increasethe number of backlinks. In at least one implementation, arecommendation can be made regarding the Web Page's competitivelandscape. For example, a competitor's Web Page can be monitored and thewebmaster can be alerted when a competitor's keyword rank changes or thecompetitor's number of backlinks increases. Additionally oralternatively, a recommendation can be made regarding changes in the WebPages external references. For example, an alert can be provided to thewebmaster if a change occurs in a keyword ranking that leads to a highnumber of conversions on the Web Page.

FIG. 4 illustrates a system 400 for correlating conversions on a WebPage with an external reference using a cloud warehouse 405 inaccordance with some implementations. In at least one implementation, acloud warehouse 405 can allow multiple implementations of software torun simultaneously, decreasing the time it takes to make thecorrelations. Additionally or alternatively, using a cloud warehouse 405can reduce costs and speed results.

FIG. 4 shows that the system 400 can include a job coordinator 410. Inat least one implementation, the job coordinator 410 receivesinformation form an information database 412. The data in theinformation database 412 can be received from code embedded in the WebPage, from log files, from search headers or through some other method,as discussed above. In particular, the information database 412 caninclude data that is needed to correlate conversion on a Web Page withan external reference. For example, the data can identify conversions onthe Web Page. Additionally or alternatively, the data can identifyvisitors to the Web Page. Additionally or alternatively, the data caninclude external references to the Web Page that directed a visitor tothe Web Page.

In at least one implementation, the job coordinator 410 can assign allcompleted conversions to different groups 415 a, 415 b, 415 c(collectively “groups 415”) for processing. For example, the jobcoordinator 410 can divide conversions into groups 415 of a certainnumber of conversions. Additionally or alternatively, the jobcoordinator 410 can divide conversions into groups 415 based on theamount of information to be parsed. For example, if a high number ofconversions need to be correlated, the job coordinator 410 can reducethe number of conversions in each group 415.

Additionally or alternatively, the job coordinator 410 can divide theconversions into groups 415 based on other criteria. For example, ifmultiple Web Pages are being analyzed simultaneously, the jobcoordinator 410 can divide the conversions into groups 415 based on theWeb Page being analyzed. Additionally or alternatively, the jobcoordinator 410 can divide the conversions into groups 415 based onpreferences set by the webmaster. For example, if the webmaster preferslower cost, the job coordinator 410 can divide the conversions into asmaller number of groups 415 to decrease processing cost. Additionallyor alternatively, if the web master prefers faster return time, the jobcoordinator 410 can divide the conversions into a larger number ofgroups 415 to decrease processing time.

In at least one implementation, the job coordinator 410 can include acomputing environment. In particular, the job coordinator 410 caninclude a processor, an FPGA, memory, or any other hardware or softwarenecessary for performing its intended function. For example, the jobcoordinator 410 can include a server which is configured to assign theconversions to groups 415 and present them to a cloud warehouse 405 foranalysis.

FIG. 4 also shows that the job coordinator 410 can assign the differentgroups 415 of conversions to different nodes 420 a, 420 b, 420 c(collectively “nodes 420”) within a cloud warehouse 405 for processing.In at least one implementation, the job coordinator 410 can assign thedifferent groups 415 to different nodes 420 based on preferences set bythe webmaster. For example, if the webmaster prefers to keep costs low,the job coordinator 410 can assign the groups 415 to cheaper nodes 420or can assign the groups 415 to nodes 420 during non-peak hours, whenrates might be cheaper. Additionally or alternatively, if the webmasterprefers faster return time, the job coordinator 410 can assign thegroups 415 to the fastest available to be analyzed immediately.

FIG. 4 further shows that the system includes a cloud warehouse 405. Inat least one implementation, a cloud warehouse 405 includes one or morenodes 420. In particular, the one or more nodes 420 include a computingenvironment that is capable of executing software or other commands. Theone or more nodes 420 can be leased as needed for use by someone otherthan the hardware owner.

In at least one implementation, the use of the nodes 420 can bepre-arranged. I.e., the time and manner of using the nodes 420 can bearranged ahead of time or according to a pre-arranged schedule.Additionally or alternatively, the nodes 420 can be made available on an“as needed” basis. For example, the cloud warehouse 405 can keep anupdated list of available nodes. The cloud warehouse 405 can thencommunicate this information to the job coordinator 410, which thenassigns the different groups 415 to available nodes 420. Additionally oralternatively, the cloud warehouse 405 can receive the groups 415 andassign the groups 415 to different nodes 420 as they become available.

FIG. 5A illustrates an example of a chart 500 for presenting correlationresults to a webmaster in accordance with some embodiments. In at leastone implementation, the chart 500 can allow the webmaster to determinethe effectiveness of a particular marketing campaign. In particular, thechart 500 can be a bar graph, as shown in FIG. 5A. For example, thechart 500 can show how visits 505, conversions 510 and monetary value515 of the conversions have changed over time. In particular, the chart500 can include correlation results for a particular external reference.For example, the chart 500 can include the number of visitors 505, thenumber of conversions 510 and the monetary value 515 of the conversionsas a result of a particular keyword search in a search engine.

In at least one implementation, the chart 500 can show the number ofconversions 510 and the number of visitors 505 as integer values.Additionally or alternatively, the chart 500 can show the number ofconversions 510 as a percentage of the number of visitors as a y-axis520. Further, the chart 500 can include the monetary value 515 of theconversions 510. For example, the chart 500 can include the totalmonetary value 515 of all conversions 510. Additionally oralternatively, the chart 500 can include the average monetary value 515of each conversion 510 or each visit 505. Accordingly, a webmaster caneasily see how many visits 505 result in conversions 510 and how muchmonetary value 515 each visit 505 or conversion 510 brings.

In at least one implementation, a chart 500 can include time ranges asan x-axis 525. For example, the x-axis 525 can show time intervals ofone month. Additionally or alternatively, the x-axis 525 can show timeof day, day of the week, or years. In at least one implementation, thewebmaster can change the values shown on the x-axis 525, as desired.Accordingly, a web master can easily evaluate how effective externalreferences have been in creating conversions.

FIG. 5B illustrates an alternative example of a chart 550 for presentingcorrelation results to a webmaster in accordance with some embodiments.In at least one implementation, the chart 550 can allow the webmaster todetermine the effectiveness of a particular marketing campaign. Forexample, the chart 550 can show rankings 565 in a keyword search havechanged over time and how visits 555 and conversions 560 that resultfrom the keyword search have changed with changes in the Web Pagesranking.

FIGS. 6A and 6B illustrate examples of displays 600 and 660 forpresenting correlation results to a user, in accordance with someembodiments. FIG. 6A illustrates a display 600 that includes a pie chart605 which shows conversions that result from search results. In at leastone implementation, a pie chart 605 can be used to illustrate percent ofvisits or conversions that result from a particular external referenceor group of external references. For example, FIG. 6A shows a pie chart605 which shows conversions that occur because of search engine results.The pie chart divides conversions into two categories. The firstcategory is conversions which results from brand keywords 610. In atleast one implementation, brand keywords 610 can include keywords thatare specific to the Web Page. For example, brand keywords 610 caninclude company name, the name of specific products or trademarkednames. The second category in FIG. 6A is conversions which result fromnon-brand keywords 615. In at least one implementation, non-brandkeywords 615 include keywords that relate to the general area of the WebPage. For example, non-brand keywords 615 can include keywords thatrelate to the type of product sold or the type of business.

FIG. 6A also shows that the display 600 can include a table 620 thatgives numerical information regarding visitors to the web-page separatedby brand 610 and non-brand 615 keyword searches. In particular, thetable 620 shows information regarding the number of visitors 625 as aresult of both brand 610 and non-brand 615 keyword searches.Additionally, the table 620 shows the number of conversions as both aninteger value 630 and as a percentage 635 of visitors 625. Further thetable 620 shows the bounce rate 640 and the average time 645 on thesite. In at least one implementation, bounce rate 640 includes thenumber of visitors 625 to the Web Page who leave without visiting anyother pages within a website. FIG. 6A also shows that the table 620includes the conversion trend 650. In at least one implementation, theconversion trend 650 can include the number of conversions 630 thatresult within a specific amount of time. Additionally or alternatively,the conversion trend 650 can include the conversion percentage 635 ofvisitors within a specified time range.

FIG. 6B illustrates a display 660 that includes a pie chart 665 whichshows conversions that result from search results. In contrast to FIG.6A, FIG. 6B shows the same analytic data except the categories have beenmodified to include search results as a function of the search engineused. For example, FIG. 6B shows analytics based on whether the visitorsearched on Google 670, Yahoo 675 or Bing 680. In at least oneimplementation, a pie chart 665 can be used to illustrate percent ofvisits or conversions that result from a particular external referenceor group of external references. For example, FIG. 6B shows a pie chart665 which shows conversions that occur because of search engine results.The pie chart divides conversions into three categories. The firstcategory is conversions which results from searches using Google 670.The second category in FIG. 6B is conversions which result from searchesusing Yahoo 675. The third category in FIG. 6B is conversions whichresult from searches using Bing 680.

FIG. 6B also shows that the display 660 can include a table 685 thatgives numerical information regarding visitors to the web-page separatedby searches in Google 670, Yahoo 675 and Bing 680. In particular, thetable 685 shows information regarding the number of visitors 625 as aresult of searches in Google 670, Yahoo 675 and Bing 680. Additionally,the table 685 shows the number of conversions as both an integer value630 and as a percentage 635 of visitors 625. Further the table 685 showsthe bounce rate 640 and the average time 645 on the site. In at leastone implementation, bounce rate 640 includes the number of visitors 625to the Web Page who leave without visiting any other pages within awebsite. FIG. 6B also shows that the table 685 includes the conversiontrend 650. In at least one implementation, the conversion trend 650 caninclude the number of conversions 630 that result within a specificamount of time. Additionally or alternatively, the conversion trend 650can include the conversion percentage 635 of visitors within a specifiedtime range.

One of ordinary skill in the art will recognize that the displays 600and 660 can include any relevant web analytics whether obtained throughthe methods described above or in some other manner. One of ordinaryskill in the art will further recognize that the displays 600 and 660can be broken down into different categories without restriction andthat the categories of external references and the analytics areillustrative only and not restrictive.

The present invention may be embodied in other specific forms withoutdeparting from its spirit or essential characteristics. The describedembodiments are to be considered in all respects only as illustrativeand not restrictive. The scope of the invention is, therefore, indicatedby the appended claims rather than by the foregoing description. Allchanges which come within the meaning and range of equivalency of theclaims are to be embraced within their scope.

What is claimed is:
 1. A method of correlating an external reference toone or more entry web pages with one or more conversions performed as aresult of visits to the entry web pages to provide information regardingan effectiveness of an organic marketing campaign, the methodcomprising: identifying a plurality of entry web pages; by a computingdevice, identifying a plurality of visitors to the entry web pages; bythe computing device, identifying a plurality of conversions performedas a result of visits to the entry web pages, each conversion performedby one of the visitors; by the computing device, analyzing informationregarding the conversions and the visits, wherein the informationregarding the conversions and the visits were generated by anindependent system; by the computing device, for each visit to one ofthe entry web pages, identifying an organic referral originating from asearch engine that directed the one of the visitors associated with therespective visit to the web page, wherein identifying the organicreferral from the search engine comprises parsing a referral headerassociated with the entry web page; by the computing device, requesting,using one or more keywords, organic search results from the searchengine that originated the organic search referral; by the computingdevice, receiving the organic search results from the search engine; andby the computing device, analyzing the organic search results todetermine rank positions of the entry web pages; and by the computingdevice, determining a correlation between the rank positions of theentry web pages, the conversions, and the keywords.
 2. The method ofclaim 1, wherein a conversion performed as a result of a visit to anentry web page comprises making a purchase on a website.
 3. The methodof claim 1, wherein a conversion performed as a result of a visit to anentry web page comprises following a link on a website, selectingcontent on the website, or contacting a third party using contactinformation displayed on the website.
 4. The method of claim 1, whereina conversion performed as a result of a visit to an entry web pagecomprises posting content on a website or submitting information using aform on the website.
 5. The method of claim 1, wherein the analyzing theorganic search results to determine rank positions of the entry webpages comprises: determining that at least one of the entry web pages islisted in the organic search results; and determining where the at leastone of the entry web pages appears in the organic search results.
 6. Themethod of claim 1, further comprising: determining monetary value of theconversions, wherein the monetary value comprises a total monetary valueof the conversions, an average monetary value of the conversions, or amonetary value for each conversion.
 7. A method of correlating anexternal reference to one or more entry web pages with one or moreconversions performed as a result of visits to the entry web pages toprovide information regarding an effectiveness of an organic marketingcampaign, the method comprising: identifying a plurality of entry webpages; by a computing device, identifying a plurality of visits to theentry web pages; by the computing device, identifying a plurality ofconversions performed as a result of visits to the entry web pages, eachconversion performed within the context of a visit starting at the entryweb page; by the computing device, analyzing information regarding theconversions and the visits, wherein the information regarding theconversions and the visits were generated by an independent system; bythe computing device, for each visit to one of the entry web pages,identifying an organic referral from a search engine that triggered therespective visit to the web page, wherein identifying the organicreferral from the search engine comprises parsing a referral headerassociated with the entry web page; by the computing device, requesting,using one or more keywords, organic search results from the searchengine that originated the organic search referral; by the computingdevice, receiving the organic search results from the search engine; andby the computing device, analyzing the organic search results todetermine rank positions of the entry web pages; and by the computingdevice, determining a correlation between the search-engine rankings ofthe web pages, the conversions, and the keywords.
 8. The method of claim7, wherein a conversion performed as a result of a visit to an entry webpage comprises making a purchase on a website.
 9. The method of claim 7,wherein a conversion performed as a result of a visit to an entry webpage comprises following a link on a website, selecting content on thewebsite, or contacting a third party using contact information displayedon the website.
 10. The method of claim 7, wherein a conversionperformed as a result of a visit to an entry web page comprises postingcontent on a website or submitting information using a form on thewebsite.
 11. The method of claim 7, wherein the analyzing the organicsearch results to determine rank positions of the entry web pagescomprises: determining that at least one of the entry web pages islisted in the organic search results; and determining where the at leastone of the entry web pages appears in the organic search results. 12.The method of claim 7, further comprising: determining monetary value ofthe conversions, wherein the monetary value comprises a total monetaryvalue of the conversions, an average monetary value of the conversions,or a monetary value for each conversion.
 13. A method for estimating thevalue of an organic marketing campaign, the method comprising: receivingan identification of one or more entry pages associated with a website;receiving one or more keywords related to the entry pages; by acomputing device, receiving conversion data, wherein the conversion datacomprises referral information identifying visits to at least one of theentry pages, wherein the visits consist of organic referrals from asearch engine that triggered the visits to the at least one of the entrypages, wherein each organic referral was identified based on a referralheader associated with the visit to the respective entry web page; bythe computing device, analyzing information regarding the conversiondata and the visits, wherein the information regarding the conversiondata and the visits were generated by an independent system; by thecomputing device, requesting, using the keywords, organic search resultsfrom the search engine that originated at least one of the organicreferrals; by the computing device, receiving the organic search resultsfrom the search engine; by the computing device, analyzing the organicsearch results to determine rank positions of the entry pages; and bythe computing device, determining a correlation between the rankpositions of the entry pages, the conversion data, and the keywords. 14.The method of claim 13, wherein a conversion performed as a result of avisit to an entry web page comprises making a purchase on a website,posting content on a website or submitting information using a form onthe website.
 15. The method of claim 13, wherein a conversion performedas a result of a visit to an entry web page comprises following a linkon a website, selecting content on the website, or contacting a thirdparty using contact information displayed on the website.
 16. The methodof claim 13, wherein the analyzing the organic search results todetermine rank positions of the entry pages comprises: determining thatat least one of the entry pages is listed in the organic search results;and determining where the at least one of the entry pages appears in theorganic search results.
 17. The method of claim 13, further comprising:determining monetary value of the conversions, wherein the monetaryvalue comprises a total monetary value of the conversions, an averagemonetary value of the conversions, or a monetary value for eachconversion.